business planning - alaska sea grant college program
TRANSCRIPT
Business Planning for the Alaska Seafood Industry
Part 6: Marketing Plan
Anchorage AlaskaNovember 2007
Alaska Sea Grant Marine Advisory Program
Marketing PlanMarketing Strategy
Market Research
Marketing Mix and the Four P’s:
Product differentiation
Marketing PlanMarketing Strategy
Define how you identified your market segmentWhich determined your target marketAnd designed your marketing mix to differentiate your product from others
Marketing PlanMarket Segmentation
Breaking customers into similar categories will allow you to target your marketing effort more efficiently.
For instance: A perfume company may select a market segment of -
WomenBetween the ages of 25 – 40Who are in households with incomes of $70K or higher
Marketing PlanMarket Research
Critical to determining your marketing strategy.Types
Data gathering SurveysInterviews
Marketing PlanMarketing Mix and the Four P’s
“Product Differentiation”
With their classic hit …
Ms Mix.
Promotion
ProductPrice
Placement
Marketing PlanMarketing Mix
Simply a blend of price, product, promotion and placement that coordinates to market your product/other to your target.
Marketing PlanPromotion
Includes:Sales promotionAdvertisingSales forcePublic relations
Marketing PlanProduct
Consumer v. IndustrialIncludes:
Quality - WarrantyDesign/labelPackagingPhysical characteristics
Branding
BrandingMore than creating a name
Identify what’s most important to the market/barriers to sales
Differentiate where there is the most value to the buyer or consumer
Move purchasing decisions beyond price
Marketing PlanPrice
Includes:List PriceDiscountsAllowancesPayment PeriodCredit Terms
Marketing PlanPlacement
Includes:ChannelsCoverageAssortmentsLocationsInventoryTransport
Marketing Plan
GrowerAnd/or
Harvester
GrowerAnd/or
Harvester
PrimaryProcessorPrimary
Processor
Further ProcessorAnd
Manufacturer
Further ProcessorAnd
Manufacturer
WholesalerWholesaler ConsumerConsumer
FoodServiceFood
Service
RetailerRetailerBrokersBrokers
The Seafood Marketing Chain
Placement
Alaska Sea Grant Marine Advisory Program (MAP)
Main Office / AnchorageMain Office / Anchorage1007 West 3rd Ave, Suite 1001007 West 3rd Ave, Suite 100Anchorage, AK 99501Anchorage, AK 99501Phone: (907) 274Phone: (907) 274--96919691Fax: (907) 277Fax: (907) 277--52425242EE--mail: mail: [email protected]@sfos.uaf.edu
Juneau MAP OfficeGlenn HaightFisheries Business Specialist104 Vintage Blvd, Suite 104Juneau, Alaska 99801Phone: (907) 465-8746E-mail: [email protected]